Claim OwnershipThe Brand Burger Podcast
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© Braeden Matson
Description
We go deep with marketers and founders on business and marketing advice that drives commercial outcomes.
Your host is Braeden Matson.
LinkedIn: https://www.linkedin.com/in/braeden-matson/
Your host is Braeden Matson.
LinkedIn: https://www.linkedin.com/in/braeden-matson/
28 Episodes
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In this conversation, Will and I dive into the intricacies of marketing strategy, exploring the distinction between strategy and tactics, the impact of organizational incentives, and the challenges faced by marketers in the B2B SaaS landscape. We discuss the importance of clarity, coherence, and communication in building effective marketing strategies, as well as the need for honest assessments of business health. Will shares valuable career advice for marketers navigating complex organizational dynamics, emphasizing the importance of protecting one's peace and pursuing meaningful work.
My Guest:Paul is a 6x Director, current VP of Market Intelligence and award winning media strategist across multiple markets.He's Ex. OMG, WPP, Publicis, Jellyfish and currently at Incubeta.He's worked with brands like Kellogg, Pfizer, Microsoft, SCJ, Coca Cola, Apple, Sony Entertainment/Pictures, GSK, MSD, Lion Breweries, 20th Century Fox, Bunnings Warehouse, Go.Compare, Sanofi, J.A.L, and Adtalem.Links:https://www.linkedin.com/in/paulruscoe/https://incubeta.com/Come holler: https://www.linkedin.com/in/braeden-matson/https://www.growthquotient.com/
Original Video: https://www.youtube.com/watch?v=HObj7ISWnbQCome holler: https://www.linkedin.com/in/braeden-matson/https://www.growthquotient.com/
Come holler: https://www.linkedin.com/in/braeden-matson/https://www.growthquotient.com/
Come holler: https://www.linkedin.com/in/braeden-matson/https://www.growthquotient.com/
Come holler: https://www.linkedin.com/in/braeden-matson/https://www.growthquotient.com/
My Guest:https://www.linkedin.com/in/builderofwedges/Come holler at me: https://www.linkedin.com/in/braeden-matson/https://www.growthquotient.com/
Come holler: https://www.linkedin.com/in/braeden-matson/https://www.growthquotient.com/
Come holler:
https://www.linkedin.com/in/braeden-matson/
https://www.growthquotient.com/
In this episode, I discuss why I've dispensed with the "brand & performance" dichotomy and what to use instead.
Give me a shout:
W: https://www.growthquotient.com/
LI: https://www.linkedin.com/in/braeden-matson/
In this episode, I give the mic to Auke Hunneman & Christian Hollums; two incredibly smart and experienced individuals.
As a marketing and business leader, this conversation is one of the most important things you'll listen to this year.
We cover:
Why Philosophy is relevant to marketing (it really, really is)
First vs third person perspectives in business & customer centrism
The mechanistic worldview and what this means for ROI and competitive advantage
Understanding complex systems and the implications for business & marketing
Causality deep dive
Why intuition matters
Bridging the gap between theory and practice
My Guests:
Auke Hunneman
https://www.linkedin.com/in/aukehunneman/
Christian Hollums
https://www.linkedin.com/in/christian-hollums-a9544320a/
Give me a shout:
W: https://www.growthquotient.com/
LI: https://www.linkedin.com/in/braeden-matson/
In this episode, I go deep on CAC. Why it's high and what to do about it step by step. I also talk through ROI, the difference between a Cap.Ex and OpEx and how to think about these two in the marketing context.
Give me a shout:
W: https://www.growthquotient.com/
LI: https://www.linkedin.com/in/braeden-matson/
In this episode, I go deep on marketing strategy, what it is and how to execute one.
W: https://www.growthquotient.com/
LI: https://www.linkedin.com/in/braeden-matson/
In this episode, I talk to Oliver JP Osborne, Founder, Consultant and market research expert.
We cover powerful ground here, including:
What is an “orientation” in this context?
How to drive revenue with customer orientation
What is market orientation?
How else can you be oriented?
How do you do market research at different budget levels?
How to innovate in the context of market orientation (common objections to research and Steve Jobs and Henry Ford)
Connect with Oliver: https://www.linkedin.com/in/oliver-j-p-osborne/
Connect with me: https://www.linkedin.com/in/braeden-matson/
There's been a lot of claims about "brand awareness" lately that are incorrect.
In this episode I go deep on:
• What awareness actually is
• Aided vs. unaided
• Awareness, salience & mental availability
• Awareness & demand creation
& more.
Connect with me: https://www.linkedin.com/in/braeden-matson/
In this episode, I speak to John James, founder, consultant, speaker & marketing leader.
We cover a lot of very useful ground:
What a Brand is & fundamental terminology
How to put strategy in place based on ARR and the importance of focus
The 95:5 rule
ROI vs. Financial payback
Why CEP & audience research is absolutely critical to success
How CEPs and Segmentation are the same thing if done right
Why you should target
Connect with John:
LinkedIn
Connect with me:
LinkedIn
In this episode, I go deep and practical on:
What mental availability is
What mental market share is, how to measure it and why it matters
What is a CEP?
What is cued retrieval?
How to find and prioritize CEPs
How to use CEPs in advertising
How advertising works
How to budget for advertising
Connect: https://www.linkedin.com/in/braeden-matson/
Website: https://www.storybookmarketing.io/
Brand "vs" performance is the dumbest thing ever and needs to stop immediately. It has never been an either or, and they are not competing, antithetical forces.
They aren't Cain and Abel.
They are the same coin, deployed at the same time, in different proportions depending on where a business is at.
They work together to produce greater business effects and profitability than doing just one.
They are conceptually different and differently measured, and in fact work on different parts of the brain.
But they are together not only financially justifiable, but financially responsible.
Let's end the either or, it serves no one and creates confusion. If you're having trouble pitching the financial case to leadership, DM me and I may be able to help.
Connect:
https://www.linkedin.com/in/braeden-matson/
https://www.storybookmarketing.io/
It's possible to misapply the tenets of How Brands Grow, and CEPs vs. STP (segmentation, targeting & positioning) is not a versus after all.
Connect: https://www.linkedin.com/in/braeden-matson/
https://www.storybookmarketing.io/
This episode covers foundational things I didn't know for much of my career. By the end, you'll be ahead of most marketers; I guarantee it.
Expect to hear:
What Marketing Is
What Marketing Does
Why Marketing Does It
How Marketing is Measured
+ a final (what really should be) nail in the coffin on the ROI conversation.
Connect:
https://www.linkedin.com/in/braeden-matson/
https://www.storybookmarketing.io/
Come be a guest! DM me on LI.
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